SBS is taking centre stage at IFA, one of the most important international events in the consumer electronics sector, demonstrating its constant commitment to innovation, diversification and quality.

The exhibition space perfectly encapsulates SBS's design approach: an integrated ecosystem of technological solutions that combine performance, usability, and attention to design, offering concrete answers to the needs of everyday life.

"For the 2025 edition of IFA, we wanted to go a step further, presenting cutting-edge products and technologies, but also building a coherent narrative of our strategy and the vision that guides us. The stand is divided into thematic areas that showcase the identities of the individual brands, with a particular focus on Vivanco, which further enriches our ecosystem and helps us offer an increasingly comprehensive range at the point of sale," explained Marco Visconti, General Manager of SBS. "Rather than a universal range, we are striving to establish a specialised and high-quality offering, capable of spanning all the main categories of technological accessories. This 360-degree approach translates into a clearer, more coherent shopping experience that is better aligned with people's real needs. It also impacts the way we communicate and present our products, starting in the points of sale."

SMART SELLER: A NEW APPROACH TO IN-STORE COMMUNICATION

IFA is the chosen stage for the international launch of Smart Seller, the new display concept that will revolutionise the in-store shopping experience.

This project blends functionality, clarity and visual coherence to transform each display unit into a strategic touchpoint, capable of guiding customers in their choice while underlining the brand identity.

Smart Seller integrates flexible structures, optimised assortments and dedicated POS materials in order to create more organised, intuitive and engaging environments. Within this vision, retail serves as an active space where relationships between products, brands, and consumers can flourish.

ENERGY: POWER, COMPACT DESIGNS AND NEW STANDARDS

SBS is raising the bar in energy innovation with the introduction of a new generation of accessories designed to offer impressive performance, compactness and advanced functionality.
The new releases include the first accessories compatible with the new Qi2 25 Watt standard, developed according to the specifications of the Wireless Power Consortium (WPC), which allow for safer and more efficient wireless charging.

In parallel, the company is launching Power Control 2.0: an unprecedented line of chargers equipped with smart colour displays, designed to offer instant control over charging performance. The system monitors efficiency in real time and automatically adjusts the current in case of overheating, improving safety during use.

Thanks to its compact designs and smart performance optimisation, Power Control 2.0 represents an ideal solution for people in search of reliability, control and advanced technology.
Finally, the GaN Slim chargers and High Density power banks balance their small size with impressive power for everyday adventures.

SMART TRAVEL: INTELLIGENT ACCESSORIES FOR PEOPLE WHO ARE ALWAYS ON THE GO

In an increasingly connected and dynamic world, SBS offers a range of accessories designed to simplify the lives of frequent travellers without sacrificing efficiency, safety, or comfort.

Compact, foldable and multifunctional solutions – like the new Retractable Wall Chargers with Pull & Plug technology, the Flexi Collection, designed to fit any type of suitcase or rucksack, and the World Travel Adapter line – offer optimal usability, even in confined spaces.

The World Travel Adapter line is a notable addition to the world of global charging solutions, offering a comprehensive range of universal adapters and chargers designed for people who frequently travel between countries with different standards.

The all-in-one configurations cover over 150 countries, combining distinctive design, advanced technology and integrated safety systems to offer an efficient user experience with no compromises.

Every detail reflects the brand's know-how: robust materials, compact dimensions, maximum functionality and compliance with the highest international standards.

A strong and distinctive offering, designed to accompany every journey with efficiency, style, and reliability.

PROTECTION: CERTIFIED QUALITY AND TOTAL COMPATIBILITY

Following the launch of the original Made by Google accessories for exclusive distribution in Italy, the company is strengthening its collaboration with Google with the launch of a new line of Made for Google Pixel certified protection solutions.

This significant strategic step will help to consolidate the brand's presence within the Android ecosystem and enhance SBS's role as a core technological partner.

Additionally, this evolution highlights the brand's commitment to offering high-quality solutions, developed in accordance with official standards and fully integrated with the Pixel device experience.

Protective glass, covers and magnetic covers ensure full device compatibility and a smooth user experience. A range created for people in search of accessories that combine protection, precision and design, in full compliance with Mountain View standards.

Alongside this new development, the collaboration with D3O® continues with OneSet – a 3-in-1 kit consisting of a cover, protective glass and a camera lens protector – and the introduction of the D3O® Zero™ material, made from 99% recycled materials. This range continues to meet the most advanced protection needs in professional and outdoor settings.

ARTIFICIAL INTELLIGENCE TO ENHANCE EVERYDAY LIFE

Artificial intelligence is now an integral part of everyday life: it helps with online searches, optimises workplace productivity, and simplifies time management.

In this context, the TWS Smart Buds with AI are redefining the concept of premium earbuds. They represent the perfect synthesis of technology, productivity and versatility: they can record conversations, translate into over 50 languages, transcribe meetings and create mind maps.

Embracing the potential of integrated artificial intelligence, these earphones are multifunctional tools for daily and professional life. They offer unlimited conversation recording, including phone calls and online and offline meetings, as well as automatic text transcription and mind mapping.

TRACKING AND FITNESS: GREATER SAFETY, LESS STRESS

The Track My line has been enriched with new features to offer even more concrete support in terms of managing personal belongings. These smart tracking devices help users keep track of what matters most thanks to real-time location monitoring. They also include an integrated alarm, which can be activated to easily find lost objects nearby.

Double compatibility represents the most exciting new development: Track My can now be used with both Apple Find My and Android Find Hub for even more comprehensive tracking.

The world of fitness is also evolving with Track Pro, the first Go Life smartwatch integrated with Apple Find My, which combines the classic features of fitness trackers with the security of smart location tracking.

STYLE, MUSIC, AND DESIGN: THE EVOLUTION OF MUSIC HERO, WHERE SOUND MEETS LIGHT

The audio range has been enriched with two distinctive yet complementary new additions. Jaz, a leading brand in the premium segment, introduces new headphones with an impressive level of attention to detail, created for a high-performance listening experience. Music Hero is growing to include a line of earphones in vibrant colours, ideal for a young audience that is always on the go.

In addition to sound, Music Hero is now also exploring the world of light with Lume, which marks an important evolution in the SBS portfolio. These smart decorative lights are more than simple lamps: they are a prime example of high-tech homeware. Lume uses lighting to create a visual and emotional experience, combining ambiance, portability and personality.

This range reflects SBS's desire to go beyond traditional accessories, meeting new needs and responding to emerging lifestyle trends.

iPhone 17: NEW CREATIONS FROM SBS, PURO AND case&me

For the launch of the iPhone 17, the group's brands are offering a wide selection of accessories designed to optimise the new Apple device, combining aesthetics, functionality and trend awareness.

Puro has underlined its sleek and elegant style with a new collection of covers – Lite Mag Cover, Icon Mag Pro, Daylight, Gradient and Pulse Cover – designed according to the Matching Color concept: a coordinated system of matching covers, straps and charging accessories for a consistent and refined user experience.

Similarly, case&me offers functional and fashionable accessories with innovative designs inspired by the latest lifestyle trends. In addition to the range of iPhone 17 covers, the brand is also proud to present the Wooly Collection and Pillow Collection winter collections, designed to offer comfort, style and personality in every season.

SERVICES: ADVANCED PROTECTION AND VALUE OVER TIME

Fast Skin is showcasing a new visual and verbal identity, designed to more clearly express the distinctive values of the smartphone protection service: quality, reliability and performance over time.

The latest innovations include a new evolution of the Hyper Hybrid Glass materials, designed to offer personalised, long-lasting protection, aligned with the needs of an ever-changing market.

TO REPAIR: CONCRETE SOLUTIONS FOR MORE RESPONSIBLE TECHNOLOGY

Designed with sustainability in mind, To Repair is a collection of repair kits for electronic devices and more. A concrete solution to extend the life cycle of devices, reduce waste and encourage a more conscientious approach to technology.

VIVANCO: A STRATEGIC RELAUNCH

The official debut of the Vivanco relaunch marks a key moment in the strategy to consolidate and expand the multi-brand offering.

A historic brand recognised internationally for its durability, product reliability and strong identity in the European market, Vivanco has brought new strength to the SBS ecosystem, enriching the group's range in a complementary and consistent manner.

The brand's presence on the stand is part of a broader vision: building a comprehensive, specialised and high-quality range, capable of spanning all the main categories of technological accessories through a structured approach. This 360-degree endeavour translates into coherent ranges, distinctive brands, and solutions designed to precisely respond to market and consumer needs.

With an approach based on innovation, collaboration and an international outlook, SBS has cemented its role as a protagonist in the evolution of technological accessories.

The company is continuing to establish itself as a point of reference for people seeking smart and versatile solutions with distinctive designs, helping to redefine industry standards in a contemporary and sustainable way.